Thailand’s government has launched the “TOPTHAI” storefront on Amazon, with a goal to generate at least 200 million baht ($6 million USD) in US e-commerce sales within two years. The initiative, conducted in partnership with Amazon Global Selling, aims to achieve 60 million baht in sales during its first year by supporting over 200 Thai small and medium-sized enterprises (SMEs).
The campaign focuses on promoting products like food and apparel, with plans to expand into the US fashion market and organize promotional events. The Department of International Trade Promotion (DITP), part of Thailand’s Ministry of Commerce, is leading an aggressive effort in New York to secure a significant portion of the lucrative US e-commerce market through this initiative.
Deputy Director-General Suparporn Sookmark spearheaded a team to New York to advance the “TOPTHAI x Amazon” project, which is viewed as a key program designed to help Thai exporters find a clear pathway to market expansion. The project stems from a Memorandum of Understanding (MOU) signed with Amazon Global Selling in late 2024.
Currently, in collaboration with Thai Trade Offices in New York and Los Angeles, the effort showcases 20 brands and over 200 products—including processed foods, dried fruits, apparel, and health items—on the TOPTHAI storefront. A recent promotional event, “Taste of Thai SELECT,” held in New York on September 18, 2025, received enthusiastic responses from American consumers.
The DITP expects this initiative to help more than 200 Thai entrepreneurs enter the Amazon marketplace and meet the sales target of 60 million baht in the first year. Looking ahead to 2026, the department plans to expand the program significantly:
- Fashion Focus: Developing new partnerships in New York to access the US fashion and lifestyle online market.
- Offline-to-Online (O2O): Organizing an O2O event in mid-2026 under the TOPTHAI initiative to open new channels for emerging industries.
- Food Platforms: Engaging with New York-based restaurant and product information platforms to promote Thai food products and recommend Thai SELECT restaurants, building on current e-commerce collaborations with chains like H Mart.